Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Ice Cream and Frozen Desserts in Guatemala

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Executive Summary

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PROSPECTS

Impulse ice cream dominates sales

Impulse ice cream has a wider consumer base in Guatemala than other types as more outlets sell the former than the latter. Helados Sarita, the leading company, has benefited considerably from installing freezers in tienditas and other traditional grocery outlets which sell impulse ice cream.

Vanilla, chocolate and strawberry the most popular flavours

In 2018, vanilla, chocolate and strawberry remained the most popular ice cream flavours in Guatemala. However, many other flavours were also available, including mango, lemon, cappuccino and cookies and cream, to name a few.

Strong competition from alternative products

Ice cream competes with other snack products such as confectionery and savoury snacks. According to trade sources, a particular challenge for manufacturers is that ice cream tends to suffer from fewer consumption occasions than other snacks, such as snack bars and sweet biscuits, because ice cream is still commonly considered an occasional indulgence, despite the fact that some manufacturers have added variants to their portfolios which are healthier than standard products, for example having a reduced-fat content.

COMPETITIVE LANDSCAPE

Helados Sarita continues to dominate sales

The domestic company Helados Sarita, which started out as an ice cream parlour, continued to dominate ice cream in 2018. The company began its operations in 1948 and has since grown considerably to become a key player in the retail channel thanks to its offer of a wide range of both impulse and bulk ice cream.

New product launches

New product launches in ice cream in 2018 mainly involved limited edition flavours. For example, in the summer of 2018 (which in Guatemala is March-April), Helados Sarita launched two water-based ice creams on sticks - Green Apple-Watermelon and Orange.

More innovation seen in the foodservice channel

Recent years have seen several artisanal ice cream sellers emerge in the foodservice channel, mostly with a premium positioning. These vendors are offering interesting and fashionable ice cream flavours which appeal to both adults and children.

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